色彩制定研究－以Pantone公司色彩推廣為例

A Study on Formulation of Color-Color Promotion of Pantone

高采琦

品牌色 ； 流行色 ； 色彩行銷 ； 色彩制定 ； Pantone ； Brand Color ； Fashion Color ； Color Marketing ； Color Formulation ； Pantone

數位媒體設計國際研討會論文集

第十四屆（2021 / 06 / 11）

47 - 58

繁體中文

從網路上看到一篇文章，介紹Tiffany＆co.與Pantone合作，註冊色彩成為品牌的商標，因此搜尋了Pantone的官方網站，發現除了色票的編碼以外，還包含了品牌色彩的制定服務，透過專門的色彩研究專家將品牌色標準化或重新定義色彩，這讓我開始關注哪些品牌有屬於自己的色彩。透過不同色彩的特性以及涵義，運用到不論是商品、品牌或是社會議題上都希望獲得一定程度的關注與聯想，進而獲得效益。本研究透過「內容分析法」，從各式資料和案例中探討色彩的影響力是如何產生的。並從案例中，找出制定的用意與規則。期望了解品牌的設計手法以及色彩帶來的效益。從網路和各式資料中，總共蒐集25個與Pantone合作制定色彩的案例，本研究經由不同屬性將色彩制定分成六大類，分別是買段案例、更新案例、心理意義案例、角色化案例、商品化案例以及其他案例。最後統整分析案例找出色彩制定的流程以及色彩如何帶來影響力。

I saw an article on the internet introducing cooperation with Pantone of Tiffany&co. The registered color becomes the trademark of the brand. So searched the official website of Pantone. It's found that in addition to the formulation of color tickets, it also includes the formulation of brand color. Standardize brand colors or redefine colors through color experts. Let me start attention to which brands have their color. Apply different colors to products, brands, or social issues. Hope to get attention, association, and benefits. This research uses content analysis to explore how the influence of color is generated from various data and cases. Find out the intentions and rules formulated from the cases. Except to understand the design techniques of the brand and the benefits of color. A total of 25 cases of color formulation in cooperation with Pantone have been collected from the internet and various data. This research divides the cases into six categories based on different aspects: buying cases, update cases, psychological meaning cases, role cases, commercialization cases, and other cases. Finally, analyze the case to find out the process of color formulation. And how the color brings influence.